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Intimate Cosmetic Brand, SAIB / Brand identity and package design

Intimate Cosmetic Brand, SAIB
Intimate Cosmetic Brand, SAIB

Discipline: Communication

Intimate Cosmetic Brand, SAIB
Intimate Cosmetic Brand, SAIB
Intimate Cosmetic Brand, SAIB
Intimate Cosmetic Brand, SAIB
Intimate Cosmetic Brand, SAIB

Discipline: Communication

Although South Korea is, to some degree, still surprisingly patriarchal and conservative, the cosmetics company SAIB aims to tackle some of the country's entrenched cultural taboos concerning female sexuality. SAIB is an inversion of the word BIAS, signaling an overturning of the gender bias. Almost every condom brand on the South Korean market is designed solely for male consumers. These men-focused brands use arousing branding and packaging with a masculine tone that completely repels female consumers. SAIB products are designed to resemble cosmetic brands rather than typical sexual wellness brands so that women feel comfortable and proud to carry them without any shame or stigma.

  • DATE OF LAUNCH 2018

  • DEVELOPMENT TIME 13 - 24 months

  • TARGET REGIONS Asia

  • TARGET GROUPS Consumer / User, Specific sub-group: Korean Female in their 20s and 30s

Client / Manufacturer

SAIB & Co.

SAIB & Co.
Seoul, South Korea

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Design

SAIB & Co.

SAIB & Co.
Seoul, South Korea

Jiwon Park (Art Director, Design Lead), Jungmin Choi (Graphic Designer - Brand Design), Eunchong Kim (Graphic Designer - Package Design)

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